VisitBritain's LoveWall

VisitBritain’s LoveWall is an inspirational planning tool, promoting the best that Britain has to offer in tourist destinations, events and attractions. The site is targeted at a global audience, which is translated in 10 core languages to widen its appeal.
The mission of the site is to inspire and motivate global visitors to learn more about the UK and plan a trip by creating personalised itineraries. These itineraries can then be printed and shared, via email and social media, using the sites inbuilt tools.
Locations can be ‘loved’ by clicking on its heart icon. Loves are then tracked allowing VisitBritain to create localised homepages to increase its appeal within different markets.
The content pages are rich in imagery and iconography as well as being succinct in copy – this was a main consideration for the site to help with language barriers and increase the site’s global appeal.
The LoveWall is fully responsive, giving users a rich experience across platforms.
The site takes users through a clear and colour-coded navigation system, helping to identify which category they’re in. This coding extends to the breadcrumb at the top of each page, allowing users to easily return to the homepage or previous pages, improving user flow around the site.
The site also integrates some of VisitBritain’s other digital channels. The location pages have additional user-generated content that have been pulled in directly from their Best of Great Britain Flickr group and visitbritain.tv channel as well as integrating bespoke offers from the VisitBritain shop API.
The launch also introduces a RESTful API, developed using innovative technologies such as node.js and mongodb. The LoveWall has been built as a future campaign platform for VisitBritainʼs digital team and as the API drives the content, it can be re-skinned easily to suit VisitBritainʼs and their partner’s upcoming campaigns.